1 Digitale Marketing...................................................................................................8
Hoofdstuk 1: Wat is digitale marketing?............................................................................... 8
1.1 Digitale cultuur...............................................................................................................8
1.2 Digitale transformatie.....................................................................................................8
1.3 Waarom aan digitale marketing doen?........................................................................... 8
1.3.1 Soorten marketing................................................................................................. 8
1.3.2 Voordelen van digitale marketing..........................................................................9
1.4 Verschil tussen outbound en inbound marketing............................................................9
1.4.1 Inbound marketing strategie..................................................................................9
Hoofdstuk 2: Digitale marketing vormen............................................................................ 10
2.1 Webdesign.................................................................................................................... 10
2.2 en 2.3 SEO & SEA....................................................................................................... 10
2.4 Mobile marketing......................................................................................................... 10
2.5 Sociale media marketing.............................................................................................. 11
2.6 E-mail marketing.......................................................................................................... 11
2.7 online advertising (display & video ads)......................................................................11
2.8 Affiliate marketing....................................................................................................... 11
Hoofdstuk 3: Digitale marketingmix.................................................................................... 11
Hoofdstuk 4: Ontwikkeling en trends...................................................................................11
4.1 Automation & Artificial intelligence............................................................................11
4.2 Geo & conversational search........................................................................................12
4.3 Short form videos & video commerce......................................................................... 12
4.4 Community & Creator Driven content.........................................................................12
4.5 Zero-Party & cookieless marketing..............................................................................13
MEERKEUZEVRAGEN....................................................................................... 13
CASE......................................................................................................................13
2 Digital Marketing...................................................................................................14
Hoofdstuk 1: Digital Marketing Audit................................................................................. 14
1.1 Interne analyse (STAP 1)............................................................................................. 14
1.1.2 Externe analyse................................................................................................... 14
1.2 Website analyse (STAP 2)............................................................................................ 14
1.3 Evaluatie website vindbaarheid (STAP 3)....................................................................14
1.4 Analyse verkoopstatistieken (STAP 4).........................................................................15
1.5 Social media audit (STAP 5)........................................................................................ 15
1.6 Paid media audit (STAP 6)........................................................................................... 16
1.7 Concurrentie Observatie (STAP 7)...............................................................................16
1.8 Volg de mening van je consument op (STAP 8)...........................................................16
MEERKEUZEVRAGEN....................................................................................... 16
CASE......................................................................................................................17
Hoofdstuk 2: GDPR............................................................................................................... 17
1
, 2.1 GDPR - AVG................................................................................................................17
2.2 7 principes van GDPR..................................................................................................18
2.2.1 Rechtmatigheid, eerlijkheid, en transparantie..................................................... 18
2.2.2 Accuraatheid........................................................................................................18
2.2.3 Integriteit en vertrouwelijkheid........................................................................... 18
2.2.4 Verantwoordelijkheid.......................................................................................... 18
2.2.5 Data minimalisatie...............................................................................................18
2.2.6 Opslag Beperking................................................................................................ 18
2.2.7 Doelbeperking..................................................................................................... 18
2.3 7 rechten bij GDPR...................................................................................................... 18
2.3.1 recht op informatie.............................................................................................. 18
2.3.2 recht op inzage.................................................................................................... 18
2.3.3 recht op rectificatie..............................................................................................18
2.3.4 recht op vergetelheid........................................................................................... 18
2.3.5 recht op beperking van verwerking..................................................................... 19
2.3.6 recht om gegevens over te dragen....................................................................... 19
2.3.7 recht om zich te verzetten tegen bepaald geautomatiseerd gebruik.................... 19
MEERKEUZEVRAGEN....................................................................................... 19
CASE......................................................................................................................19
3 Digital Marketing...................................................................................................20
Hoofdstuk 1: Digitale marketingstrategie en plan.............................................................. 20
1.1 Wat is de klantreis?.......................................................................................................20
1.1.1 Fase 1: Aandacht (Awareness)............................................................................ 20
1.1.2 Fase 2: Oriëntatie................................................................................................ 20
1.1.3 Fase 3: Conversie (Purchase).............................................................................. 20
1.1.4 Fase 4: Retentie (Loyalty)................................................................................... 20
1.1.5 Mogelijke 5e fase................................................................................................ 20
1.2 Customer Journey Mapping......................................................................................... 20
1.3 De online marketing trechter........................................................................................21
1.4 Waarom een digitaal marketingplan?........................................................................... 21
1.4.1 SOSTAC methode............................................................................................... 22
CASE......................................................................................................................22
Hoofdstuk 2: Populaire verdienmodellen.............................................................................22
2.1 Abonnements- of lidmaatschapsmodel........................................................................ 22
2.2 Licentiemodel...............................................................................................................22
2.3 Advertising model........................................................................................................ 23
2.4 Verbruiksmodel............................................................................................................ 23
2.5 Makelaarsmodel of brokerage model........................................................................... 23
2.6 Service model............................................................................................................... 23
2.7 Freemium Model.......................................................................................................... 23
2
, 2.8 Verkoopmodel.............................................................................................................. 23
2.9 Affilatiemodel.............................................................................................................. 23
2.10 Dropshipment............................................................................................................. 23
MEERKEUZEVRAGEN....................................................................................... 24
CASE......................................................................................................................24
4 Digitale Marketing.................................................................................................25
Hoofdstuk 1: Inbound marketing......................................................................................... 25
1.1 Inbound marketing via websites...................................................................................25
1.2 UX, UI, usability.......................................................................................................... 26
1.2.1 5 voordelen van hoge gebruiksvriendelijkheid................................................... 26
1.2.3 8 principes voor een hoge gebruiksvriendelijkheid.............................................27
1.3 Web Content Accessibility Guidelines (WCAG)......................................................... 28
1.3.1 4 principes van WCAG....................................................................................... 28
1.4 Webanalyse...................................................................................................................29
5 Digital Marketing (GASTCOLLEGE).................................................................... 30
Hoofdstuk 1: Gastcollege....................................................................................................... 30
1.1 Kern van de gastles...................................................................................................... 30
1.2 Het nieuwe zoekgedrag door AI...................................................................................30
1.2.1 Van klassieke zoekmachine naar AI-antwoord................................................... 30
1.2.2 Waarom dit belangrijk is voor marketing............................................................30
1.3 Reactie van Google: AI Overviews en AI Mode......................................................... 30
1.4 AI Overviews............................................................................................................... 31
1.5 AI Mode....................................................................................................................... 31
1.5 Gevolgen voor websites en e-commerce......................................................................31
1.5.1 Informationele versus commerciële zoekopdrachten.......................................... 31
1.6 E-commerce: bedreiging én kans................................................................................. 32
Hoofdstuk 2: SEO en GEO: waarom SEO de basis blijft..................................................32
2.1 SEO fundamentals........................................................................................................32
2.1.1 Wat is SEO?.........................................................................................................32
2.1.2 SEA versus SEO..................................................................................................33
2.1.3 CTR en SERP-elementen.................................................................................... 33
2.2 De drie pijlers van SEO................................................................................................33
2.3 Pijler 1: Content........................................................................................................... 34
2.3.1 Zoekwoorden als basis........................................................................................ 34
2.3.2 Doelgroep en persona’s............................................................................................. 34
2.3.3 Stappen in zoekwoordenonderzoek.....................................................................34
2.3.4 Onpage SEO en content schrijven.......................................................................34
2.4 Pijler 2: Techniek..........................................................................................................35
2.5 Pijler 3: Autoriteit.........................................................................................................35
3
, 2.6 Begrippenlijst............................................................................................................... 36
6 Digitale Marketing.................................................................................................37
Hoofdstuk 1: SEO vs. SEA.................................................................................................... 37
1.1 Wat is SEA?..................................................................................................................37
1.1.1 Hoe werkt SEA?..................................................................................................37
1.1.2 Targeting..............................................................................................................38
1.1.3 Afrekenmodel......................................................................................................38
1.1.4 AI overview in SEA............................................................................................ 38
1.2 Wijze van adverteren....................................................................................................39
1.2.1 Tekstadvertenties................................................................................................. 39
1.2.2 Productadvertenties............................................................................................. 39
Hoofdstuk 2: Accountstructuur en ad componenten.......................................................... 39
2.1 Account Google Ads.................................................................................................... 39
2.1.1 Advertentie componenten................................................................................... 40
2.2 Zoekwoorden................................................................................................................40
MEERKEUZEVRAGEN....................................................................................... 41
CASE......................................................................................................................41
7 Digitale Marketing.................................................................................................42
Hoofdstuk 1: Mobile marketing............................................................................................42
1.1 Wat is mobile marketing...............................................................................................42
1.2 Het belang van mobile marketing................................................................................ 42
1.3 Vormen van mobile marketing..................................................................................... 43
1.3.1 Mobiele websites.................................................................................................43
1.3.2 Apps (+chatapps).................................................................................................43
1.3.3 SMS..................................................................................................................... 43
1.3.4 LBS......................................................................................................................43
1.3.5 QR-codes............................................................................................................. 44
Hoofdstuk 2: Trends...............................................................................................................44
2.1 Trends........................................................................................................................... 44
2.1. AI en chatbots........................................................................................................44
2.1.2 Augmented reality............................................................................................... 44
2.1.3 Voice search.........................................................................................................44
2.1.4 Mobiel betalen.....................................................................................................45
2.2 Testen en meten............................................................................................................ 45
2.2.1 Mobiele landingpagina........................................................................................ 45
2.2.2 Mobiele email......................................................................................................45
2.2.3 Apps.................................................................................................................... 45
8 Digitale Marketing.................................................................................................46
4
Hoofdstuk 1: Wat is digitale marketing?............................................................................... 8
1.1 Digitale cultuur...............................................................................................................8
1.2 Digitale transformatie.....................................................................................................8
1.3 Waarom aan digitale marketing doen?........................................................................... 8
1.3.1 Soorten marketing................................................................................................. 8
1.3.2 Voordelen van digitale marketing..........................................................................9
1.4 Verschil tussen outbound en inbound marketing............................................................9
1.4.1 Inbound marketing strategie..................................................................................9
Hoofdstuk 2: Digitale marketing vormen............................................................................ 10
2.1 Webdesign.................................................................................................................... 10
2.2 en 2.3 SEO & SEA....................................................................................................... 10
2.4 Mobile marketing......................................................................................................... 10
2.5 Sociale media marketing.............................................................................................. 11
2.6 E-mail marketing.......................................................................................................... 11
2.7 online advertising (display & video ads)......................................................................11
2.8 Affiliate marketing....................................................................................................... 11
Hoofdstuk 3: Digitale marketingmix.................................................................................... 11
Hoofdstuk 4: Ontwikkeling en trends...................................................................................11
4.1 Automation & Artificial intelligence............................................................................11
4.2 Geo & conversational search........................................................................................12
4.3 Short form videos & video commerce......................................................................... 12
4.4 Community & Creator Driven content.........................................................................12
4.5 Zero-Party & cookieless marketing..............................................................................13
MEERKEUZEVRAGEN....................................................................................... 13
CASE......................................................................................................................13
2 Digital Marketing...................................................................................................14
Hoofdstuk 1: Digital Marketing Audit................................................................................. 14
1.1 Interne analyse (STAP 1)............................................................................................. 14
1.1.2 Externe analyse................................................................................................... 14
1.2 Website analyse (STAP 2)............................................................................................ 14
1.3 Evaluatie website vindbaarheid (STAP 3)....................................................................14
1.4 Analyse verkoopstatistieken (STAP 4).........................................................................15
1.5 Social media audit (STAP 5)........................................................................................ 15
1.6 Paid media audit (STAP 6)........................................................................................... 16
1.7 Concurrentie Observatie (STAP 7)...............................................................................16
1.8 Volg de mening van je consument op (STAP 8)...........................................................16
MEERKEUZEVRAGEN....................................................................................... 16
CASE......................................................................................................................17
Hoofdstuk 2: GDPR............................................................................................................... 17
1
, 2.1 GDPR - AVG................................................................................................................17
2.2 7 principes van GDPR..................................................................................................18
2.2.1 Rechtmatigheid, eerlijkheid, en transparantie..................................................... 18
2.2.2 Accuraatheid........................................................................................................18
2.2.3 Integriteit en vertrouwelijkheid........................................................................... 18
2.2.4 Verantwoordelijkheid.......................................................................................... 18
2.2.5 Data minimalisatie...............................................................................................18
2.2.6 Opslag Beperking................................................................................................ 18
2.2.7 Doelbeperking..................................................................................................... 18
2.3 7 rechten bij GDPR...................................................................................................... 18
2.3.1 recht op informatie.............................................................................................. 18
2.3.2 recht op inzage.................................................................................................... 18
2.3.3 recht op rectificatie..............................................................................................18
2.3.4 recht op vergetelheid........................................................................................... 18
2.3.5 recht op beperking van verwerking..................................................................... 19
2.3.6 recht om gegevens over te dragen....................................................................... 19
2.3.7 recht om zich te verzetten tegen bepaald geautomatiseerd gebruik.................... 19
MEERKEUZEVRAGEN....................................................................................... 19
CASE......................................................................................................................19
3 Digital Marketing...................................................................................................20
Hoofdstuk 1: Digitale marketingstrategie en plan.............................................................. 20
1.1 Wat is de klantreis?.......................................................................................................20
1.1.1 Fase 1: Aandacht (Awareness)............................................................................ 20
1.1.2 Fase 2: Oriëntatie................................................................................................ 20
1.1.3 Fase 3: Conversie (Purchase).............................................................................. 20
1.1.4 Fase 4: Retentie (Loyalty)................................................................................... 20
1.1.5 Mogelijke 5e fase................................................................................................ 20
1.2 Customer Journey Mapping......................................................................................... 20
1.3 De online marketing trechter........................................................................................21
1.4 Waarom een digitaal marketingplan?........................................................................... 21
1.4.1 SOSTAC methode............................................................................................... 22
CASE......................................................................................................................22
Hoofdstuk 2: Populaire verdienmodellen.............................................................................22
2.1 Abonnements- of lidmaatschapsmodel........................................................................ 22
2.2 Licentiemodel...............................................................................................................22
2.3 Advertising model........................................................................................................ 23
2.4 Verbruiksmodel............................................................................................................ 23
2.5 Makelaarsmodel of brokerage model........................................................................... 23
2.6 Service model............................................................................................................... 23
2.7 Freemium Model.......................................................................................................... 23
2
, 2.8 Verkoopmodel.............................................................................................................. 23
2.9 Affilatiemodel.............................................................................................................. 23
2.10 Dropshipment............................................................................................................. 23
MEERKEUZEVRAGEN....................................................................................... 24
CASE......................................................................................................................24
4 Digitale Marketing.................................................................................................25
Hoofdstuk 1: Inbound marketing......................................................................................... 25
1.1 Inbound marketing via websites...................................................................................25
1.2 UX, UI, usability.......................................................................................................... 26
1.2.1 5 voordelen van hoge gebruiksvriendelijkheid................................................... 26
1.2.3 8 principes voor een hoge gebruiksvriendelijkheid.............................................27
1.3 Web Content Accessibility Guidelines (WCAG)......................................................... 28
1.3.1 4 principes van WCAG....................................................................................... 28
1.4 Webanalyse...................................................................................................................29
5 Digital Marketing (GASTCOLLEGE).................................................................... 30
Hoofdstuk 1: Gastcollege....................................................................................................... 30
1.1 Kern van de gastles...................................................................................................... 30
1.2 Het nieuwe zoekgedrag door AI...................................................................................30
1.2.1 Van klassieke zoekmachine naar AI-antwoord................................................... 30
1.2.2 Waarom dit belangrijk is voor marketing............................................................30
1.3 Reactie van Google: AI Overviews en AI Mode......................................................... 30
1.4 AI Overviews............................................................................................................... 31
1.5 AI Mode....................................................................................................................... 31
1.5 Gevolgen voor websites en e-commerce......................................................................31
1.5.1 Informationele versus commerciële zoekopdrachten.......................................... 31
1.6 E-commerce: bedreiging én kans................................................................................. 32
Hoofdstuk 2: SEO en GEO: waarom SEO de basis blijft..................................................32
2.1 SEO fundamentals........................................................................................................32
2.1.1 Wat is SEO?.........................................................................................................32
2.1.2 SEA versus SEO..................................................................................................33
2.1.3 CTR en SERP-elementen.................................................................................... 33
2.2 De drie pijlers van SEO................................................................................................33
2.3 Pijler 1: Content........................................................................................................... 34
2.3.1 Zoekwoorden als basis........................................................................................ 34
2.3.2 Doelgroep en persona’s............................................................................................. 34
2.3.3 Stappen in zoekwoordenonderzoek.....................................................................34
2.3.4 Onpage SEO en content schrijven.......................................................................34
2.4 Pijler 2: Techniek..........................................................................................................35
2.5 Pijler 3: Autoriteit.........................................................................................................35
3
, 2.6 Begrippenlijst............................................................................................................... 36
6 Digitale Marketing.................................................................................................37
Hoofdstuk 1: SEO vs. SEA.................................................................................................... 37
1.1 Wat is SEA?..................................................................................................................37
1.1.1 Hoe werkt SEA?..................................................................................................37
1.1.2 Targeting..............................................................................................................38
1.1.3 Afrekenmodel......................................................................................................38
1.1.4 AI overview in SEA............................................................................................ 38
1.2 Wijze van adverteren....................................................................................................39
1.2.1 Tekstadvertenties................................................................................................. 39
1.2.2 Productadvertenties............................................................................................. 39
Hoofdstuk 2: Accountstructuur en ad componenten.......................................................... 39
2.1 Account Google Ads.................................................................................................... 39
2.1.1 Advertentie componenten................................................................................... 40
2.2 Zoekwoorden................................................................................................................40
MEERKEUZEVRAGEN....................................................................................... 41
CASE......................................................................................................................41
7 Digitale Marketing.................................................................................................42
Hoofdstuk 1: Mobile marketing............................................................................................42
1.1 Wat is mobile marketing...............................................................................................42
1.2 Het belang van mobile marketing................................................................................ 42
1.3 Vormen van mobile marketing..................................................................................... 43
1.3.1 Mobiele websites.................................................................................................43
1.3.2 Apps (+chatapps).................................................................................................43
1.3.3 SMS..................................................................................................................... 43
1.3.4 LBS......................................................................................................................43
1.3.5 QR-codes............................................................................................................. 44
Hoofdstuk 2: Trends...............................................................................................................44
2.1 Trends........................................................................................................................... 44
2.1. AI en chatbots........................................................................................................44
2.1.2 Augmented reality............................................................................................... 44
2.1.3 Voice search.........................................................................................................44
2.1.4 Mobiel betalen.....................................................................................................45
2.2 Testen en meten............................................................................................................ 45
2.2.1 Mobiele landingpagina........................................................................................ 45
2.2.2 Mobiele email......................................................................................................45
2.2.3 Apps.................................................................................................................... 45
8 Digitale Marketing.................................................................................................46
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